Should a REALTOR® Understand Flooring Basics?

Flooring is expensive, and if it has to be replaced who can your customer go to? If they ask you what do, what will you tell them? How will you know the latest products and what’s the best for your potential buyer’s situation? Knowing more about flooring can be the difference between making and losing a sale. Would it help your client by sharing your flooring knowledge? The realtors that attended our last flooring training said they were sure it would!

Greater Capital Association of Realtors is excited to offer a 2nd Flooring Certification course on November 7 and 8, at the Hyatt Place in Malta, New York.  Exit 12 off the Adirondack Northway. Lisbeth Calandrino, Industry Flooring Expert, from Fabulous Floors Magazine will be our featured speaker.  Our last class had rave reviews; we ran out of seating and had to turn people away. Don’t let this happen to you!

 This day and an half course is sponsored exclusively by Mohawk Industries, Inc.  Richard Owen, Sr. Director or Market Development and Training, Residential Flooring at Mohawk Industries will be joining the class as a guest speaker. Mohawk is the world’s largest flooring company, delivering style and performance for residential and commercial spaces around the globe.

“As your customers’ needs have changed, so has Mohawk, offering the finest in on trend and fashionable collections of flooring products to meet all the demands of today’s home buyers. From luxuriously soft carpeting to the best in wood visuals across all hard surface collection, you can truly FLOOR THE IMAGINATION with Mohawk!” – Richard Owen

 

INVITE YOUR CUSTOMERS AND BUILDERS! Do you want a client to attend, what about one of your customer builders, architect or interior designer?  Non-members are welcomed at all GCAR classes and this useful and interesting flooring course will benefit you and your connections.

Today’s home buyer expects more, and that includes their expectations of their REALTOR®.  You don’t want to lose a sale because they thought the flooring was a problem and you didn’t know what to do! Learn about the latest styles, color trends, which products are the best for your customers.  You will find this exciting and a major tool for your realtor kit.

Listen to what REALTORS® said in the April course:

  • “Who knew there was so much to learn about flooring?! It was great information and Lisbeth was a dynamic instructor!” – Tracey LaFleur, Howard Hanna
  • “Liz is an encyclopedia of information, I recommend this course to any REALTOR looking to enhance their knowledge or flooring materials, it’s a fun and worthwhile class!” –Susan Sommers, Better Homes & Garden Tech Valley
  • “The information presented has changed my views on many types of flooring and the knowledge will allow me to better serve my clients.” –David Fyfe, Bird Realty
  • “Lisbeth has an engaging personality and a wealth of knowledge related to flooring. Her course, Fabulous Floors Certified, was valuable and informative professionally and personally!” – Melanie Jakway, CM Fox Real Estate
  • Fabulous Floors was a great course~ I will be able to make better decision on choosing floor coverings for my rehab projects!” – Lorraine Gage, United Business Services

Register now at GCAR.com:  $75 for members, $100 for non-members. Benefits to attending the course:

  • Receive 9 CE credits for the course
  • Receive an extra 7 hours of CE with a requirements course day that covers: Fair Housing, Ethics and 1 hour of Agency that expires at the end of 2020
  • Be listed in the International Magazine: Fabulous Floors with your contact information to reach new clients
  • Submit your REALTOR® stories to Fabulous Floors Magazine and have your own byline
  • Discounts on products from local Retailers

Register early so you don’t get left out. We have moved from GCAR offices because of limited seating—after 38 we had to turn people away. Again our seating is limited to the first 60! Register now by clicking here.

STAY AFTER CLASS FOR FUN AND NETWORKING! Join us after class, November 7th for a meet and greet with local flooring retailers, consumers and builders.

For more information on the class, call Lisbeth Calandrino @518-495-5380, or write, Lcalandrino@nycap.rr.com.

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LOOK FOR A FABULOUS WEEK: DWELL ON DESIGN

Look for Fabulous Floors Magazine a Dwell on Design, 2017!

For the first time, Fabulous Floors Magazine will be exhibited at Dwell on Design. The show, curated in partnership with the editors of Dwell magazine, returns to the Los Angeles Convention Center June 23-25, 2017. The show is open to consumers and the trades.

“Dwell on Design 2017 features exhibits for modern interiors, classes for design professionals, and seminars for design-seeking consumers, says Margo Locust, Publisher of Fabulous Floors Magazine.  Since our magazine is  dedicated to both consumers and design professionals, this is a perfect place for us to be. Our information gives consumers information they need to make educated purchasing decisions appropriate to their lifestyles.”

The publication provides information on color and design trends, fashion tips, and the latest and greatest in:

  • Carpet
  • Area rugs
  • Tile
  • Hardwood
  • Laminate
  • Resilient
  • Flooring accessories
  • Luxury vinyl tile and planks
  • Waterproof flooring
  • “Green” and eco-friendly flooring
  • Under-layments and installation
  • Alternative soft/hard surfaces

 

Dwell on Design, Los Angeles Convention Center June 23-25, 2017, features exhibits for modern interiors and exteriors, continuing education classes for design as well as classes for consumers. With three full days of dynamic exhibitions, unparalleled learning opportunities, cutting-edge technologies, 30 onstage programs, over 60 speakers, and 2,000+ innovative modern furnishings and products, Dwell on Design keeps design dialogue moving forward. Attendee registration for the convention can be made at https://www.compusystems.com/servlet/ar?evt_uid=450.

The Dwell on Design educational programs, onstage and in the classrooms overlooking the show floor, provide CEU credits and will be hosted by AIA, ASID, IIDA, AWA+D, NKBA, APLD, USGBC, and other industry partners.

 “The topic of ‘aging in place’ has been very hot in the flooring industry, says Lisbeth Calandrino, Associate Publisher of Fabulous Floors Magazine. According to NAHB, 75% of builders report an increase in inquiries about aging in place and the market to be a 20-25 billion dollar business. Technology is providing many solutions for this issue. I’m glad to see that Dwell on Design is offering a seminar on the topic called, “Innovations-In-Aging in Place.” To sign up: https://la.dwellondesign.com/Attendee/Schedule/SessionDetails/40037/

For more about the show, flip through Dwell on Design digital event magazine to discover some of the brands exhibiting at the show. #DODLA17 Digital Event Magazine.

Don’t forget to pick up a copy of Fabulous Floors Magazine.

We look forward to seeing you there!

Lisbeth Calandrino is Associate Publisher of Fabulous Floors Magazine and has been a speaker and trainer in the flooring industry for over twenty years. She writes a column for Floor Covering News, The LizBiz Strategies. For more information on Lisbeth, visit her web site, Lisbethcalandrino.com

7 Ways to Improve Your Area Rug Business: A Conversation with Dan Burkle

rug marketYou meet the nicest people in the strangest places. Several weeks ago, I was returning from Surfaces, the floor covering market and found myself sitting next to Dan Buerkle and his wife.

Dan is the owner of The Rug Market in Rochester, New York.

 

We started talking, and Dan tells me his store, The Rug Market has been open since 1932 and was bought by his family in 1958. What makes his business unusual, is that Dan stocks 800 area rugs in his 3000 square foot floor covering store. Dan is the first person I’ve met that loves the area rug business and apparently is very successful.

 

Dan’s dad was a road salesman for Gullistan Carpets. He was tired from being on the road and felt if he owned a retail store; he would be able to spend more time with his family. We all know how this went. As a young man, Dan had several part-time jobs, one with Wegmans. In 1963, Dan decided he would try working alongside his father.

 

“I thought it would be a temporary job, but the industry was getting to me. I contribute much of my enthusiasm to industry educator Frank Mayfield. Frank was the first inductee into the World Floor Covering Hall of Fame and was considered a leader in the flooring and home furnishings industry. As I continued to listen, I realized the opportunity that was in front of me. I knew I could be part of something very valuable, and I could cause a change.

 

In 1968, Dan’s dad retired and Dan assumed the leadership role.

 

Area rugs seem to be a mystery to some retailers. However, Dan dedicates approximately 50% of his showroom to area rugs, and the other 50% to floor covering products, lighting, window treatments and accessories.

 

Rochester was one of America’s first “boomtowns” and rose to prominence initially as the site of many flour mills located on the Genesee River, then as a major manufacturing hub. Rochester is now an international center of higher education, as well as medical and technological development. It continues to grow although experienced the recession of 2008 like the rest of the country, and I wondered how Dan made it through the recession.

 

“In 2008, we lost a total of $54.00. Since then our business has continued to grow, and December 2014 was the best month we ever had. It has been all about knowing our costs, our customers and staying focused.”

 

How does a small upstate rug store continue to grow and thrive? Here are Dan’s tips:

 

  1. 1. Do your best to understand your business and your customers. Know their buying habits and watch the trends. When rugs don’t sell, get rid of them and find better ones to replace them.

 

  1. Attend trade shows. I attend the Atlanta Rug Mart, Surfaces and whatever else I feel will give me new ideas and products for my store. Look at fashion magazines, and look at new colors and styles. Fashion is fashion.

 

  1. Enjoy what you do. I realized I love area rugs; they’re magnificent and really dress up a home. I carry price points from $150.00 to $3000.00. I make sure the customer likes the rug they choose and suggest they take the rug home and make sure it is what they want. It’s just a question of finding the right rug.

 

  1. 3. Work with interior designers and let them know you want to be their resource. I have designers who have been with us for years. I let them know what I’ve seen at markets and what I’m planning on buying. I want to make sure I have things that will please their customers.

 

  1. Join a group that focuses on education, Dan is a member of joined CarpetsPlus Color Tile.

CarpetsPlus Color Tile is a national chain of premier floor covering design centers. Founded in the fall of 1996, CarpetsPlus began with a philosophy that emphasizes the independent store ownership backed by the buying power of a national chain. The buying power has been extremely valuable to Dan as well as networking with other members.

 

  1. Continue to update your showroom. Dan says he’s in the business of making homes look good, so he has to invest in his own showroom.

 

  1. Don’t be afraid to try something new. Be optimistic and learn as much as you can about your industry. Dan finds the trade shows stimulating and enormously valuable. He and his wife love the trips, but the focus is on the products and education.

 

  1. Find your niche. I love area rugs and realized I was good at it. I built our brand by doing lots of advertising and word of mouth. You can’t be everything, but you can determine your path. When you find it, get better at it and stay with it.

 

What’s next for Dan? “I realize social media would take us to another level, says Dan, and my daughter is coming in to help me.” I’m wondering, is she just visiting or will she be inspired by what has been in her family for generations?

 

It may be hard for Dan to give up this temporary job.

Dan can be reached at 585-544-8690.

 

Lisbeth Calandrino has been helping businesses become more profitable for over 20 years. To have her speak to your staff or schedule a consultation, reach her at Lcalandrino@nycap.rr.com.